O
a
Wieckse has added
35,000 hectolitres
of volume to the
non-alcoholic beer
segment in the
Netherlands.
BRANDS
Wieckse
a 0.0%
beverages as well as emphasising that
the beer contains fewer calories and
higher levels of folic acid, a mineral that
is important for healthy pregnancies."
Targeted activation of the brand includes
sponsorship of the Woman's Race
for Breast Cancer charity, for which a
special, pink edition of the Buckler can
was produced along with a donation of
€22,000, determined by the number of
women diagnosed with breast cancer in
Spain each year.
Buckler 0.0 is also the official sponsor of
the Spanish Motorcycle Championship.
The brand plays a proactive role in
promoting responsible driving with the
Buckler 0.0 Forum, a meeting of relevant
experts and stakeholders, held at every
Spanish MotoGP event, that discusses
how to reduce drinking and driving,
Buckler 0.0 is currently enjoying double-
digit growth in both the on- and off-
trade. Earlier this year, HEINEKEN in
Spain introduced two new alcohol-free
propositions, Cruzcampo Sin and Amstel
Sin, to meet the increasing opportunities
within the sophisticated Spanish non
alcoholic beer market.
Wieckse 0.0%
In March this year, Wieckse 0.0% was
launched in the Netherlands to fill a
rapidly growing niche in the market for
non-alcoholic white beer. The beer is
available as a typical white beer, but
also in a rosé variant, which appeals
particularly to female drinkers. The brand
was launched with a comprehensive
marketing campaign, including television,
print and outdoor advertising, in-store
sampling and inclusion in goody-bags at
a number of events..
Without alcohol and with its lower calorie
appeal (33-44% lower than the standard
variant), Wieckse 0.0% has attracted new
consumers to the beer segment. More
than 1 million have already sampled the
product, adding 35,000 hectolitres of
volume to the non-alcoholic beer segment
to date.
According to Anna Glaumann, Innovation
Manager, HEINEKEN in the Netherlands,
"Wieckse has been a success in the
Netherlands market for a number of
years, so we were confident we could
develop a quality alcohol-free variant with
a great taste and that we could market
it well. One of the biggest priorities
was to ensure this alcohol-free variant
also tasted great, and Wieckse 0.0% is
achieving excellent scores in taste tests,
coming out ahead of competitors."
Autumn 2011 World of HEINEKEN 27
